What's Your Buyer Persona IQ? Understanding Customer Perception to Win Business - ERP Spain.com - España y América Latina

What happens when you interview customers to understand the attitudes and interactions that affect their buying decisions? You uncover the specific customer perceptions that marketing and sales professionals must influence to win more business.

Over the last year, Buyer Persona Institute interviewed customers in roles as diverse as CEO, CIO, engineer and physician, probing for the truth about the factors that affected the outcomes of their recent buying decisions. In this presentation, Adele Revella, author of Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business (Wiley, March 2015), will highlight the most compelling insights revealed to her team. 

Informed by her decades-long career as a marketing and sales professional, Revella will:

- Reveal why marketers need to segment and target audiences based on clarity about buyer expectations 

- Show why benefits-oriented messaging is largely irrelevant to buyers

- Describe a method to develop the useful content that customers want as they navigate their journey

Attendees will leave with a plan to help their target customers evaluate their options on their own terms, creating a bond of trust that competitors can’t match at any price.